Case studies are an important learning strategy in business classes as they provide an opportunity for you to critically analyze events that have taken place in real-life businesses. This develops your critical thinking and research skills as you research the competition and industry in which your business resides with an end goal of formulating a recommendation for the challenges faced by the company.
Select one of the three case studies listed below, which can be found in your textbook. Evaluate the case of your choice, and respond to each of the questions below using both theory and practical managerial thinking as well as supporting research.
Option 3: Unilever (Axe and Dove) (pp. 632–633)
- What makes personal marketing work? Why are Dove and Axe so successful at developing their brand equity?
- Discuss the effectiveness of the overall marketing campaigns including advertising, personal selling, promotion, events, and public relations strategies.
- Is there a conflict of interest in the way Unilever markets to women and young men? Is it undoing all the good that might be done in the “Campaign for Real Beauty” by making women sex symbols in Axe ads? Discuss.
- Recommend next steps for Unilever with respect to their marketing and advertising strategies.